Automated link generation for 100 links per minute = 44 hours a week saved

DraftKings Inc. is a digital sports entertainment and gaming company created to be the Ultimate Host and fuel the competitive spirit of sports fans with products that range across daily fantasy, regulated gaming and digital media. Headquartered in Boston and launched in 2012 by Jason Robins, Matt Kalish and Paul Liberman, DraftKings is the only U.S.-based vertically integrated sports betting operator. DraftKings’ mission is to make life more exciting by responsibly creating the world’s favorite real-money games and betting experiences.

Operating in a highly competitive market, DraftKings is constantly looking for ways to optimize its workflows and run more effective campaigns.

Josh Nadler, Product Manager (II) on DraftKings’s Marketing Platform Team, came across an opportunity to do just that. As Josh explains, DraftKings does a lot of volume which presents issues with scaling various aspects of their marketing operations that have manual processes, in this case, tracking link generation.

Manually generating those links could take up someone’s entire day on any given week. We wanted to reduce that friction and introduce some automation to maintain the value we gain from a measurement and analytics standpoint.

Singular had plans to update an existing Tracking Link API that could allow clients to automate the generation of Singular Links and do it in their own environment. With DraftKings’s input, Singular accounted for the scale and granularity a top-tier marketing team requires. Specific requests from DraftKings were included in the design, making Singular’s Tracking Link API the industry’s best, with the ability to create 100 links per minute.

DraftKings saw the improvements and impact right away. “We have better control over the link configuration without needing to jump into another tool, and with a few pushes of a button we have a link where tracking is set up and all parameters are appended correctly.”

With a large team, efficiency is key, but standardization is just as crucial. Josh shares, “We previously lacked a consistent link structure to compare and standardize across teams or marketing use cases. Different taxonomy was in place, and now we have a configuration across DraftKings that maintains our standard of excellence.”

Combining DraftKings’s internal tool and the Singular Tracking Link API has unlocked the ability to scale link generation and save time while maintaining the precision and flexibility the organization is used to.

“[With Singular] Our tool is a one-stop shop for link setup, optimizing the visitor flow for our users, adding promo codes for multifaceted campaigns, and creating branded QR codes when needed.”

In addition to the incredible reduction in link creation time (99%!!) and the 44 hours that DraftKings saves per week, Josh shared that incorporating Singular into their internal tool has also diversified the user experience.

“While Singular offered the ability to configure deep links versus adding a web experience within the UI, it wasn’t a feature that was heavily leveraged by the team. By putting the capabilities at the forefront of our internal flow, it’s allowed the marketing operators to take advantage of that more seamlessly. So now it’s more prevalent in our customer experiences.”

Josh took a moment to sum up why, since 2018, the DraftKings team has continued to choose Singular as a partner. “I know that you are the best in class MMP. We’re confident we won’t fall behind the latest and greatest trends and market needs. We won’t be behind on SKAN 4, or anything privacy-related.”